CU Direct appoints Ron Frey chief strategy officer, automotive solutions

30-year automotive veteran to head CU Direct’s innovative auto buying initiatives

ONTARIO, CA (October 5, 2016)CU Direct has appointed Ron Frey, automotive innovator and executive, to serve as the company’s chief strategy officer, automotive solutions. Frey begins his new position this October.

Frey has spent 30 years serving the automotive and credit union industry bringing innovative business and technological advancements to the industry. In his position with CU Direct, he will oversee the planning and direction of automotive solutions as it relates to product and market expansion. This includes the oversight of existing products, including CUDL, the nation’s largest credit union auto lending platform, and AutoSMART, the credit union industry’s foremost online vehicle shopping site (offering over 2 million cars in dealer inventory), as well as new products.

Frey comes to CU Direct from AutoNation, Inc., where he was chief strategy officer and president of AutoNation Direct.

“Ron’s expansive leadership, partnered with strategic planning has led him to succeed in implementing cutting-edge technology solutions,” stated Tony Boutelle, president and CEO of CU Direct. “We are excited to have him join our team, as we continue to evolve our innovative automotive products to better serve our 1,000 credit unions and more than 12,000 dealer partners.”

“I am pleased to be joining the CU Direct Team, where I can leverage my background in technology innovation, deep automotive experience and credit union experience,” said Ron Frey. “I look forward to digging in and looking for ways to bring innovation and value to our credit unions and dealer partners.”

Frey’s extensive experience also includes serving as CEO of Autoland, and playing an integral role in the launch of Cars Direct. In addition, he served as the COO and partner of in 2005.


About CU Direct

CU Direct has been a lending technology leader for 25 years, helping credit unions fund $368 billion in loans.  An enterprise lending solutions and technology company, CU Direct serves more than 1,100 credit unions and 15,600 auto dealers nationwide. CU Direct brings innovation and expertise to indirect lending, consumer and mortgage loan origination, point-of-sale, digital retail, analytics, marketing and CRM, auto shopping and business process outsourcing. For more information, visit Connect with CU Direct on Twitter and LinkedIn.


Bill Meyer
909.481.2360 |


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